6. Facing the Facts: How to Continuously Get Better Results with the Five Steps of Optimization

I almost named this chapter “How to Get Better Results Than the Other Guy Who Skipped This Chapter.” The goal of this chapter is to provide you with a framework for getting continuously better Facebook marketing results. What separates those who are able to improve their results from those who are just lucky—or unlucky? Optimization.

The system I present in this book is different from what you’ll find other social media experts suggesting. In part, this is because of my background in direct marketing, but perhaps more accurately, I was drawn to direct marketing because of one of my strengths: I’m what the Gallup organization would call a “maximizer.” ...

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